Skip to main content

Save or Share this Report

For eBusiness & Channel Strategy Professionals

Tapping Into US Online Auction Buyers

Understanding Online Auction Buyers And The Role Of The Auction Marketplace

August 13, 2008

Primary author headshot

Authors

Why Read This Report

By year-end 2007, 21% of US online consumers had purchased from an online auction in the past 12 months, representing a hefty slice of the eCommerce pie. Young, affluent, and tech-savvy, online auction purchasers are an attractive segment of the Web buyer population. Despite ongoing fraud concerns, most online auction buyers report being satisfied with their most recent purchase and are likely to return for future purchases. This enthusiast crowd has reached a point of limited growth, though, as evidenced by eBay's slowing sales of merchandise in the US. Most eBusiness professionals at retail organizations will stay out of direct sales via eBay and capitalize on the audience by using eBay as a marketing platform.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).

Purchase

Table of Contents

  • The Crux Of The Online Auction Marketplace
  • RECOMMENDATIONS

  • The Auction Audience Represents A Valuable Segment For Online Retailers
  • Related Research Documents

Recommended Research